In a bid to reach younger audiences, the auto maker released two features for an app they probably already have

BMW is gunning for “a noticeably younger, fresher approach, with a new tonality that explores unexpected channels.” Following its new ethos, the luxury car brand has unveiled an AR experience on a popular app among the youth: Snapchat. Users can now place the brand new BMW X2 wherever they want—their garage, the road or by the sea—using the virtual feature.

The experience allows users to walk around the vehicle, approach it and explore details as specific as the paint job. While there is some understandable lag (after all, it’s relying on the innards of a handheld device), it’s an engaging experience that could help aspiring shoppers visualize what it feels like to have a BMW X2 pull up nearby. Some tinkering on Snapchat even allows people to change the car’s color.

For selfie fun, BMW also included a face filter that gives users a golden sheen, the flagship hue of the X2.

BMW

BMW is gunning for “a noticeably younger, fresher approach, with a new tonality that explores unexpected channels.” Following its new ethos, the luxury car brand has unveiled an AR experience on a popular app among the youth: Snapchat. Users can now place the brand new BMW X2 wherever they want—their garage, the road or by the sea—using the virtual feature.

The experience allows users to walk around the vehicle, approach it and explore details as specific as the paint job. While there is some understandable lag (after all, it’s relying on the innards of a handheld device), it’s an engaging experience that could help aspiring shoppers visualize what it feels like to have a BMW X2 pull up nearby. Some tinkering on Snapchat even allows people to change the car’s color.